Auto & General Insurance
Auto & General Insurance is a privately held South African insurer, founded in 1985 and part of Telesure Investment Holdings, providing car, home, life, pet, and business insurance products to individual consumers and SMEs through digital self-service, phone, and broker channels.
- Company typePrivate
- Founded1985
- HeadquartersJohannesburg, South Africa
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Auto & General Insurance does
Auto & General Insurance Company Limited is a privately held South African insurance provider founded in 1985 and headquartered in Johannesburg. Operating as a subsidiary of Telesure Investment Holdings (TIH), the company offers a multi-line insurance portfolio spanning car insurance (comprehensive, third-party fire and theft, third-party only), home insurance (buildings, contents, portable possessions), life and funeral cover, pet insurance, and an extensive business insurance suite covering small business, public liability, commercial vehicle, hospitality, body corporate, business assets, directors and officers, professional indemnity, and events liability. Distribution is omnichannel, combining direct-to-consumer digital self-service (an online quote portal, the MyPolicy management platform, and a 24/7 mobile app), inside sales via phone, and an established broker network for the business insurance book.
Underlying technology is a digital insurance platform with online policy management and automated claims processing that auto-settles 50% of claims without manual intervention. The company's revenue model is subscription-recurring, collecting monthly premiums on month-to-month policies with no long-term contracts, supplemented by value-added products (VAPs) such as Cash Back Plus (a claim-free rewards program that has returned R260 million+ to 32,492+ business customers over five years), Biz Assist support services for SMEs, promotional Ruby Deals discounts, and pet insurance. The Flexicare health insurance product, launched in 2023 through a partnership with Discovery Health and Clicks, represents the most recent vertical extension.
Customer segments span individual vehicle owners (primary), homeowners and renters, families seeking life/funeral cover, and small-to-medium enterprises. Geographically, the company serves South Africa (HQ and primary market) with international operations in Singapore and Australia. The firm employs between 1,001 and 5,000 people and is not publicly traded or externally equity-funded; growth and product expansion have been funded organically.
Auto & General Insurance firmographics
Firmographics- Name
- Auto & General Insurance
- Legal name
- Auto and General Insurance Company Limited
- Website
- https://autogen.co.za
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Auto & General Insurance is a privately held South African insurer, founded in 1985 and part of Telesure Investment Holdings, providing car, home, life, pet, and business insurance products to individual consumers and SMEs through digital self-service, phone, and broker channels.
- Ownership category
- akta.pro rank
Auto & General Insurance industry classification
Industry- Product category
- Short-term Personal and Commercial Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126), Direct Life, Health, and Medical Insurance Carriers (52411), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321)
- akta.pro primary industry
- Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)
- akta.pro secondary industries
- Commercial Auto & Fleet Insurance (FSAJAMAB), General Liability Insurance (FSAJAMAE), General Liability Insurance (FSAJAKAD)
Keywords
Where Auto & General Insurance is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices3 records
Markets served
Auto & General Insurance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Premiums: Monthly subscription-based insurance premiums collected from policyholders for car, home, business, and life insurance coverage. Month-to-month policies with ongoing premium payments
- Value Added Products (VAPs): Additional insurance products and add-on coverage options sold alongside core insurance policies
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Ruby Deal promotional discount on motor and business insurance |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Auto & General Insurance product offering
Product offeringCore offering
Auto & General Insurance underwrites and distributes short-term personal insurance (car, home contents, buildings, portable possessions, pet) and commercial insurance (small business, public liability, commercial vehicle, hospitality, body corporate, business assets, directors & officers, professional indemnity, events liability), along with life and funeral cover underwritten by its subsidiary 1Life Insurance. It also sells value-added products such as Cash Back Plus, Biz Assist and Pet Insurance, delivering policies through month-to-month subscriptions via digital self-service, phone support, and a broker network.
Product overview
Auto and General Insurance is a multi-product insurance provider offering a comprehensive portfolio of personal and business insurance solutions. The core offerings include Car Insurance (with Comprehensive, Third-Party Fire & Theft, and Third-Party Only options), Home Insurance (covering Building, Contents, and Portable Possessions), Life Insurance (Life Cover and Funeral Cover), and Business Insurance (including Small Business Insurance, Public Liability, Commercial Vehicle, Hospitality, Body Corporate, Business Assets, Directors & Officers, Professional Indemnity, and Events Liability). The company also provides value-added products such as Cash Back Plus (a rewards program for claim-free business policyholders), Biz Assist (complimentary business support services), Ruby Deals (promotional discounts), and Pet Insurance. In 2023, Auto and General partnered with Discovery Health and Clicks to launch Flexicare, an affordable health insurance product. The company operates as a platform delivering these products through multiple channels including online quotes, mobile app, and broker networks, with over 40 years of experience in the South African insurance market.
Differentiator
Problem solved
Functional benefit
Products and services
- Car Insurance Vehicle insurance for private car owners offering Comprehensive, Third-Party Fire & Theft, and Third-Party Only cover, plus 24/7 roadside fuel assist and locksmith services for lost keys.
- Home Contents Insurance Insurance for household belongings and personal possessions against loss, damage, or theft, for homeowners and tenants.
- Building Insurance Protection for the physical structure of a residential property against covered risks such as fire, storm and other insured events.
- Portable Possessions Insurance Cover for personal items taken outside the home, such as electronics and valuables, against loss or damage.
- Small Business Insurance Tailored insurance solutions for small and medium South African businesses covering a range of operational risks.
- Public Liability Insurance Protection for businesses against third-party claims for injuries or property damage caused by business operations.
- Commercial Vehicle Insurance Cover for business vehicles, cars, vans, or entire fleets, including accidental damage, theft, and third-party claims.
- Hospitality Insurance Tailored cover for guesthouses, hotels, and conference centres, including property damage, guest liability, equipment loss, and business interruption.
- Body Corporate Insurance Cover for residential and commercial sectional title properties, including buildings, common property, public liability, and trustee indemnity.
- Business Assets Insurance Protection for physical business assets, including equipment, furniture, stock, and tools, against fire, theft, storms, and other unforeseen events.
- Directors & Officers Insurance Protection for company leaders against personal liability claims arising from decisions made in their roles, covering legal defence costs and damages.
- Professional Indemnity Insurance Cover for businesses and professionals against claims of negligence, errors, or omissions in their services.
- Events Liability Insurance Insurance protecting event organisers against claims arising from injuries or property damage at conferences, concerts, or private functions.
- Life Cover Life insurance underwritten by 1Life Insurance Limited (FSP 24769) that pays out a benefit on the death of the insured to protect dependants.
- Funeral Cover Insurance that covers funeral expenses to ease the financial burden on a family after a death.
- Pet Insurance Cover for veterinary expenses related to illness or injury for pets, subject to policy limits, exclusions, and waiting periods.
- Flexicare Affordable health insurance product jointly created in 2023 by Auto & General Insurance with Discovery Health and Clicks.
Quantifiable outcome
- 50% of claims auto-settled
- +4 more outcomes
Companies that use Auto & General Insurance
Customer profileSegments4 records
Ideal customer profiles4 records
Auto & General Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Auto & General Insurance partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- LIV Golf Tournament 2026 / Steyn CityminorAuto and General is the exclusive insurance sponsor for LIV Golf Tournament 2026 in South Africa. Grand prize includes tickets to the tournament hosted at Steyn City Lifestyle Estate from March 19-22, 2026.
- Discovery HealthcorePartnership to create Flexicare, an affordable new health insurance product launched in 2023. Joint development of innovative health insurance offering combining expertise from both insurance providers.
- ClickscorePartnership with Discovery Health and Clicks to create Flexicare, an affordable new health insurance product launched in 2023.
- Telesure Investment Holdings (TIH)coreParent holding company established in 1998 to ensure specialized administration and claims focus. TIH Procurement manages supplier relationships including motor body repairers accreditation.
- Primedia Radio (94.7, 702, Kfm)minorPartnership with Primedia radio stations for World's Best Drivers Competition and other promotional campaigns. Competition launched December 2025 on multiple stations with R100,000 prize pool.
- East Coast Radio (ECR)minorPartnership for Ruby Deals competitions including the Guess the Mystery Sound Competition with R30,000 prize pool in November 2025.
- The Diepsloot FoundationminorSection 21 Company focusing on empowerment and upliftment of Diepsloot community through Formal Education, Artisanal Skills Development and Enterprise and Supplier Development. Auto and General funds ABET, computer, carpentry and sewing classes.
- Food Security Programme - DiepslootminorSocial enterprise providing Diepsloot residents with infrastructure, training and support to start and manage micro agri-businesses. In 2021 provided 61,954 meals to 2,180 children in ECD centres.
- LEAP Science and Maths SchoolsminorStudent-centred Maths and Science-focused education for economically disadvantaged students grades 8-12. Auto and General funding supports grade 11 student camps, teacher workshops and study materials. Achieved 100% pass rate in 2022 NSC exams.
- The OLICO FoundationminorMaths tutoring and technology assistance for Diepsloot youth. Auto and General grant facilitates Maths Clubs improving procedural fluency, conceptual understanding, problem-solving, reasoning and disposition toward maths.
- 67 Blankets for Nelson Mandela DayminorKnitting Revolution for Nelson Mandela initiative, integral part of employee volunteering culture. Company-wide participation in producing blankets for those less fortunate.
- Broker NetworkcoreExtensive broker distribution network playing a pivotal role in business growth. Updated broker proposition includes new digital platform with online quoting, training academy access, and broker toolkits since 2019.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Auto & General Insurance competitors and assessment
Company assessmentDirect peers
- Budget Direct: Australian direct-to-consumer car and home insurer operating in one of A&G's three core geographies. Comparable as a digital-first, low-fee competitor where A&G's Australian subsidiary (autogeneral.com.au) competes.
- Discovery Insure: South African insurer built around Vitality telematics and behaviour-based pricing for motor and home cover. Direct rival in personal lines, sharing a digital-first customer experience and partner-distribution model (including the Flexicare partnership context).
- Bidvest Insurance: South African specialist in motor and personal lines underwriters including Budget Insurance. Comparable in targeting value-conscious personal-lines customers with simplified digital and call-centre distribution.
- MiWay Insurance: Direct-to-consumer short-term insurer owned by Santam, focused on motor, home, and business cover sold online and via call centre. Head-to-head competitor for digital-first, self-served insurance customers in South Africa.
Broad incumbents
- Hollard Insurance: Major South African short-term and life insurer with strong broker distribution and direct digital products in motor, home, and business cover. Comparable multi-channel model and broad product portfolio.
- Old Mutual Insure: Large South African composite insurer providing personal, vehicle, home, business and life cover through tied agents and direct channels. Competes head-on with A&G in the multi-line personal and SME insurance segment.
- Santam: Largest short-term insurer in South Africa offering personal, commercial, and specialty lines through direct and broker channels. Closest direct competitor to Auto & General across motor, home, and business insurance in the same domestic market.
Regional players
- NTUC Income: Major Singapore insurer offering motor, home, travel and health cover via direct and partner channels. Comparable as a regional player in A&G's Singapore operating geography.
Others
- 1Life Insurance: Wholly-owned life insurance subsidiary of Telesure Investment Holdings, sitting under the same group as Auto & General. Comparable in its digital-first direct distribution model for life and funeral cover.
- Discovery Health: Partner (with Clicks) in the Flexicare affordable health product launched in 2023. Comparable as a health insurance underwriter and ecosystem partner that shapes A&G's health-line economics.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Auto & General Insurance social profiles
Digital presenceAuto & General Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auto & General Insurance leadership team
Management profileNumber of profiles
Profiles1 record
Auto & General Insurance subsidiaries and ownership
Company hierarchySubsidiaries2 records
Auto & General Insurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auto & General Insurance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Auto & General Insurance
What does Auto & General Insurance do?
Auto & General Insurance underwrites and distributes short-term personal insurance (car, home contents, buildings, portable possessions, pet) and commercial insurance (small business, public liability, commercial vehicle, hospitality, body corporate, business assets, directors & officers, professional indemnity, events liability), along with life and funeral cover underwritten by its subsidiary 1Life Insurance. It also sells value-added products such as Cash Back Plus, Biz Assist and Pet Insurance, delivering policies through month-to-month subscriptions via digital self-service, phone support, and a broker network.
Is Auto & General Insurance a public or private company?
Auto & General Insurance is a private company. It is classified as corporate owned and is currently operating.
When was Auto & General Insurance founded?
Auto & General Insurance was founded in 1985. It employs 1,001 to 5,000 people.
Where is Auto & General Insurance based?
Auto & General Insurance is headquartered in Johannesburg, South Africa, in the Africa region.
How does Auto & General Insurance make money?
Two revenue lines are on record. Insurance Premiums are the primary driver. The others are value Added Products (VAPs).
Who are Auto & General Insurance's main competitors?
Direct peers on record are Budget Direct, Discovery Insure, Bidvest Insurance and MiWay Insurance. Broad incumbents are Hollard Insurance, Old Mutual Insure and Santam. NTUC Income is listed as a regional player. Others are 1Life Insurance and Discovery Health.
Does Auto & General Insurance have an API?
No public API is recorded for Auto & General Insurance.
What industry is Auto & General Insurance in?
Auto & General Insurance's product category is Short-term Personal and Commercial Insurance. Its primary akta.pro industry code is FSAJAAAA, Standard Personal Auto Insurance (Liability, Collision & Comprehensive), with a secondary code of FSAJAMAB, Commercial Auto & Fleet Insurance. Its NAICS code is 524126 and its SIC code is 6331.